Renault produces Europe’s most popular car advertising - but car-makers
as a whole are getting the thumbs down from women for their patronising
These are the key verdicts in new reports from magazine publishers with
titles directed both at car enthusiasts in general and women in
Renault gets top marks in a survey among 470,000 European drivers who
took part in a poll carried out by Britain’s Complete Car magazine and
its 11 sister titles across the Continent.
Best known in the UK for its long-running series of commercials
featuring Papa and Nicole, produced by Publicis, Renault was voted the
most persuasive advertiser in five countries, including the UK.
Volkswagen was the second most influential advertiser among Britons
taking part in the poll, followed by BMW, Ford, Volvo and Rover.
But the picture was significantly different elsewhere in Europe where
Renault was a narrow winner over Mercedes, which polled strongly not
only in its German domestic market but also in Switzerland, Sweden and
the Czech Republic. Fiat, Audi and Volkswagen made up the rest of the
European top-five advertisers.
There is a pat on the back too for Daewoo - Campaign’s Advertiser of the
Year for 1995 - which was voted the UK’s best value-for-money brand as
well as one of the best for customer service. Its advertising is handled
by Duckworth Finn Grubb Waters.
The survey also showed that WCRS’s advertising for BMW scored best with
British men under 30 while Ford’s campaigns through Ogilvy and Mather
have greater appeal to those over 30 and to women.
However, in the second survey, by Conde Nast, the publisher of Vogue,
Vanity Fair and Tatler, car manufacturers are given a caning for
advertising that fails to recognise the growing importance of women as
This is despite the fact that 1.5 million women in the UK bought new
cars during the last year and they accounted for close to half the sales
of new cars sold to individual customers.